Originally, I started to write this entry about a Sustainable Brand Identity. But as I put pen to paper and fingers to keyboard, I realized that my opening paragraph deserved a bit more attention. It's about the importance of a sustainable concept behind the design. Think of it this way – sustainability can be applied to both the tangible and the intangible – the execution of the idea AND the idea itself.

Every evening I come home and walk by a mountain of garbage from my building in this otherwise beautiful neighborhood of Brooklyn, NY. It makes me think about my contribution to that, not only on a personal level but a professional one. As owner of a graphic design studio, I know all too well that half of the services we offer involve the design and development of stuff that ultimately ends up in the trash. They're things that are used to promote a product or service.